FMCG Glossary

What is JBP?

Joint Business Plan

Definition

A Joint Business Plan (JBP) is a formal annual agreement between a supplier (FMCG brand) and a retailer, outlining shared commercial targets, investment commitments, promotional plans, and growth initiatives for the year ahead.

Examples of JBP in FMCG

  • A NAM presenting a JBP to a Tesco commercial team agreeing +8% volume growth in return for listing 2 NPD SKUs and co-funded promotional investment
  • A JBP covering trade funding, promotional mechanics, and exclusivity windows for key seasonal events

JBP in the FMCG Industry

JBPs are the cornerstone of major account management in FMCG. They typically take months to negotiate and require input from sales, category, finance, and supply chain. Getting a favourable JBP — more investment, better shelf positions, NPD listings — is one of the most impactful commercial actions a NAM can deliver.

Why JBP Matters for Your FMCG Career

JBP development and negotiation is a key skill for National Account Managers and Sales Directors. On a CV, citing successful JBP outcomes (e.g., 'delivered +10% volume in Sainsbury's JBP') is one of the most compelling ways to demonstrate commercial impact.

Related FMCG Terms

Promotional ROI

Promotional ROI measures the financial return generated by a trade promotion relative to i…
Sell-In / Sell-Out

Sell-in refers to the volume of product sold FROM the supplier TO the retailer (what is pl…

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